In many markets, consumers with an interest in products, producers, and emerging trends have been increasingly able to connect and communicate directly with one another on-line. Our research addresses the question of whether and how the communications avid consumers share with one another can affect institutional dynamics in the market. To answer this question, we draw on our analysis of archival data reflecting the field of fashion over the last twenty years, on longitudinal netnographic observation of a selection of outfit sharing websites, and on interviews with contemporary actors in the field of fashion. We develop theoretical insights regarding the re-distribution of institutional work, the emergence of new institutions and new institutional subfields, and of the development of new avenues through which consumers can accumulate symbolic capital. We consider the implications of our work for theories of market change, and for those who participate as producers and consumers in aestheticized markets like the field of fashion.